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Rave turns 2, expands international presence

26-March-2004
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Rave turns 2, expands international presence

Rave, the music, art and lifestyle magazine from Soul City Publications, celebrates its second anniversary year of success. The group is also planning to revamp its operations. Besides giving a thrust on growing its advertiser-base, the magazine is all set to expand its global presence with a string of new ventures.

Launched as an art and music magazine, Rave went on to offer an added lifestyle perspective. According to Rishi Shah, President and CEO, Soul City Publications and Publisher, Rave Magazine, music and art formed every aspect of Indian lives. “We wanted to offer a magazine that would be high in quality and would capture this essence,” he said. The magazine’s focus in its first two years has been mainly on building a strong editorial base. Besides the regular features related to music, art and lifestyle, the magazine boasts of concert features, interviews, profiles, and album reviews. With a clear intention to bring together the worlds of Indian and international music, the magazine showcases with equal ease the likes of Pundit Jasraj and Beyonce.

However, to gain higher popularity, Rave is all set to beef up its sales and marketing departments. While the magazine boasts of a circulation of 38,000 copies with an additional 25,000 copies selling off the stands, its popularity is not reflected on its advertiser list. “We have a strong subscription-base and are operating successfully based on it,” Shah said. Despite a success, the magazine is pulling up its socks and going on a marketing overdrive. “We are looking at attracting more advertisers and the best way to do that is building a strong marketing team by bringing on board the right people,” he added.

Alongside reinforcing its distribution network, which is handled by IBH, Rave is now looking at specific pockets of its target audience and approaching them directly. “Today’s youth are upwardly mobile, cool, culturally aware and in tune with the happenings around them. They form a major cross section of the audience we cater to,” Shah maintained that to develop and sustain youth’s interest in the magazine, Rave’s marketing team is at work at most colleges, offering students invitational discounts.

Even as its Indian presence is being reinforced, Rave has over the past year or so, built an enviable international following. Over seven months of its launch in India, the magazine made its way first to the UAE and subsequently to the US and UK. Today, it has a 7,000-strong subscription base in the UAE, while 3,500 in the US and 700 in the UK. According to Shah, plans are on to launch a South Asian edition of the magazine by September this year, which will focus on the beauty and richness of the region.

Besides this, Soul City Publications has also ventured into the international lifestyle magazine market with its fresh launches in the UAE, US and Canada. Depending on its growth rate, the organisation plans to introduce similar lifestyle magazines in the South African, Kenyan and Australian markets in the coming year.

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